Nobody would have held it against MoviePass for abandoning its plan to offer avid theatergoers an unlimited supply of tickets for $50 per month. After a botched debut this summer that saw theater chains such as AMC - purported allies, said MoviePass spokespeople - jumping from a ship they never actually boarded, the upstart company could have thrown in the towel. But it didn't.
MoviePass announced this week that it's giving it another go - this time with an actual partner.
MoviePass' second shot at stardom hinges on a new partnership with gift certificate provider Hollywood Movie Money - the company behind those free vouchers often offered as in-store incentives. The vouchers are turned in at a participating theater's box office for a free ticket to a specific movie. Hollywood Movie Money covers the ticket cost.
As part of the deal, MoviePass will leverage both Hollywood Movie Money's vast array of participating theaters - more than 36,000 across the U.S. - and its novel coupon system for the new direction.
Ron Randolph-Wall, CEO of Hollywood Movie Money's parent company Quantum Rewards, explained that allowing MoviePass subscribers to print out individual vouchers would benefit the industry at large.
"Because MoviePass will be paying theaters the full price of admission using the Hollywood Movie Money system, the theater industry benefits as well as the fans," said Randolph-Wall. "With theater attendance down we believe that any opportunity to drive moviegoers back to theaters benefits exhibitors, studios and the creative community alike."
Theater operators felt differently just two months ago. AMC, Camera Cinemas and Landmark Theaters all refused to take part in what was to be MoviePass' big test: a July 4th holiday weekend offer for beta testers in San Francisco. AMC in particular criticized the venture.
"Plans for this program were developed without AMC's knowledge or input," said Stephen Colanero, chief marketing officer at AMC Theaters. "As MoviePass is currently designed, it does not integrate well into our programs and could create significant guest experience issues."
Though it declined to provide numbers, MoviePass believes interest is there.
"Fan response to the MoviePass concept has been incredibly strong so we know there is pent-up demand for unlimited access to the movies," said Hamett Watt, MoviePass co-founder.
The company also plans to offer customers the chance to win prizes, including trips to film sets and posh industry events. But that's assuming it can get off the ground this time. At the least, the motivation is there.
"Great movies are meant to be seen on the big screen and we are passionate about delivering an innovative service that will give fans more reasons to go to the movies," said Spikes.
The lights are set; the cameras are rolling. Will MoviePass find action with ambivalent theatergoers? (via SF Gate)
Would you pay a monthly fee for unlimited theater tickets? Let us know in the comment section.
